How Brands Grow: What Marketers Don’t Know

Reviews of How Brands Grow......Page 3
Author......Page 4
Contributors......Page 5
Preface......Page 6
The most important knowledge contained in this book......Page 7
Acknowledgements......Page 9
E-book version......Page 10
Chapter 1:......Page 11
Are marketers bleeding the companies that employ them?......Page 16
Marketing textbooks......Page 18
False assumptions have led us astray in the past......Page 20
Commonplace marketing mistakes......Page 22
Where do these discoveries come from?......Page 23
The desire for growth......Page 25
The difference between large and small brands......Page 26
Loyalty doesn’t vary much......Page 27
Double Jeopardy - A quantitative guide for growth targets......Page 29
What about new uses – growing the category?......Page 30
Penetration the winning target......Page 31
What about cross-selling?......Page 33
Further reading on the double jeopardy law......Page 36
Is retention cheaper?......Page 39
Customer defection rates follow double jeopardy......Page 40
Amazing maths......Page 43
Even growing brands lose customers......Page 44
Is defection largely outside of marketer control?......Page 45
Acquisition is not optional......Page 46
The death of mass marketing?......Page 47
Light buyers matter......Page 48
Pareto's law (but not as you know it)......Page 53
Buyers aren't always what they seem......Page 56
Changes occur across heavy and light segments......Page 58
Conclusion......Page 61
Who are our buyers? Who are our potential customers?......Page 63
Extreme targeting......Page 68
I love my Mum (and you love yours)......Page 71
Different variants......Page 72
Implications......Page 75
Competition......Page 76
Chapter 6:......Page 77
Duplication of purchase analysis......Page 79
The duplication of purchase law......Page 80
Potential uses......Page 82
Marketing strategy insight......Page 83
Positioning and partitioning......Page 84
Implications for brand portfolio management......Page 85
Modern sophisticated mass marketing......Page 86
Are buyers puppets?......Page 89
Brand loyalty – a natural part of buying behaviour......Page 91
Divided loyalty......Page 94
Natural monopoly law......Page 95
Prosaic, not passionate, loyalty......Page 96
LOVEMARKS?......Page 97
Brand knowledge, attitudes and intentions......Page 100
Brand loyalty: harley-davidson and apple......Page 104
Customer advocacy......Page 109
Conclusion......Page 110
Thou Shalt Differentiate......Page 111
Special values......Page 112
Brand personality......Page 114
Meaningful differentiation......Page 115
Real world differentiation......Page 116
Perceived differentiation......Page 119
Distinctiveness: an alternative perspective......Page 125
What makes a distinctive asset more valuable?......Page 126
Building distinctive assets......Page 127
A new research focus......Page 128
Conclusion......Page 129
Chapter 9:......Page 130
The sales response to brand advertising......Page 132
How advertising and price promotions cause sales in different ways......Page 134
Without noticing (and processing) there is nothing......Page 138
Advertising builds mental availability......Page 140
Advertising can sometimes persuade consumers......Page 141
Status signals......Page 144
Effective advertising......Page 145
Price is not all-important......Page 147
Consumers buy across a range of price levels......Page 148
Why do managers run price promotions?......Page 149
Price promotions don't win new customers......Page 150
Negative after-effects......Page 151
Factors leading to bigger price elasticities......Page 154
Can price cuts be profitable?......Page 157
Comparing price versus advertising......Page 159
Managing Price Promotion Addiction......Page 160
Chapter 11:......Page 162
Do loyalty programs improve loyalty?......Page 163
Why don't loyalty programs work better?......Page 165
A new theory of competition for sales......Page 169
Busy buyers......Page 171
How consumers cope......Page 172
Evaluation is less important than we think......Page 174
How brands really compete......Page 176
Mental availability......Page 177
More than awareness......Page 178
The importance of distinctive brand assets......Page 180
Physical availability......Page 181
Mental and physical availability – a brand's market-based assets......Page 183
What about product and price?......Page 187
But market research says people buy us because we are [kinder, in tune with women....] ?......Page 188
Seven simple rules for marketing......Page 189
A final word on how to grow......Page 198
A fine future for marketing......Page 200
Chapter 14:......Page 204
To ask more questions:......Page 209
Bibliography......Page 210
Footnotes......Page 225